The Operation Model Of Digital Reading Platforms In "Small Mass Time"

With the popularization and development of digital technology, our national digital reading rate has been growing steadily. Changes of national reading habits promote the construction and development of digital reading platform. At present, opus on traditional digital reading platform confines to romance, fantasy and martial arts chivalry, and also author can access through lower threshold, the quality of opus is difficult to guarantee so that unable to meet the requirement of high-end readers.As a representative of China Web2.0site Douban network, take book as media, take interest as binder, aggregating a number of unique artistic temperament users. This kind of human-centered reading community is a breakthrough of the traditional portal website or forum to book as center for commercial operations. In2012the famous book channel launched digital reading service-Douban reading, providing various high quality novel, science and technology, economy, philosophy, culture, travel, Food etc. Readers can download reader to mobile phone, iPad and other electronic devices to read, grade, comment and share. As a new digital reading platform, Douban reading provides a low threshold creation platform for grassroots writer, presenting high quality electronic opus for readers, opening new ideas "e-book" for publishing company.This paper firstly begins from minority readers’ perspective, explore the reason that Douban users’ high loyalty and high adhesiveness; secondly, it shows the birth background of Douban reading from two aspects:conversion of national reading habits and current situation of Douban reading. Again this paper compares Douban reading to Cloud Bookstore users’ reading habits, product positioning, user experience and profit mode, discovering how such an open digital reading platform is able to converge high-end readers. Finally, discussing current problems of Douban reading and puts forward the corresponding countermeasures, including improving user experience, widen content channel and platform promotion. It is significant to select Douban reading as research project, which is able to help understand the development of minority digital reading and pay close attention to minority reading economic value and social value.